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Campaign Types

Feature Announcement Email

Emails announcing new features, updates, or improvements to your product.

Definition

Feature announcement emails inform customers about new functionality, product updates, or improvements you have shipped. They keep your user base aware of evolving capabilities, drive adoption of new features, and remind customers that you are actively improving the product. For many SaaS companies, these are a core part of customer communication.

Why It Matters

Customers who do not know about new features cannot use them. Features that do not get used do not drive retention or expansion. Regular feature announcements demonstrate product momentum and remind customers why they are paying you. They also create opportunities to re-engage users who have become less active.

How It Works

When you ship something notable, send an email explaining what it does, why it matters, and how to use it. Segment by relevance when possible. Not every feature matters to every customer. Link to documentation or in-app walkthroughs. Track feature adoption rates post-announcement.

Best Practices

  • 1Focus on the customer benefit, not the feature details
  • 2Segment announcements to reach relevant customers only
  • 3Include a clear call to action to try the feature
  • 4Keep emails concise with links to deeper documentation
  • 5Use visuals like screenshots or short GIFs when helpful
  • 6Track feature adoption as the success metric, not just opens
  • 7Do not overwhelm with too many announcements per month
  • 8Consider a monthly digest instead of individual emails for minor updates

Targeted Feature Announcements

Segment your audience by plan type, usage patterns, or engagement level to send relevant feature announcements to the right customers.

Learn More

Frequently Asked Questions

It depends on your shipping velocity. Major features warrant their own emails. Minor improvements can be bundled into monthly or weekly digests. Most SaaS companies land somewhere between weekly and monthly. Watch unsubscribe rates to calibrate frequency.

Segment when possible. An enterprise security feature does not matter to free users. A mobile app update does not matter to desktop-only users. Relevant announcements get better engagement and do not train customers to ignore your emails.

The real metric is feature adoption rate after announcement, not email opens or clicks. Track whether announced features see increased usage in the days and weeks following the email. Compare adoption rates for announced versus non-announced features.